Peacock was sharpening a brand platform built around play and looking for ways to extend that personality beyond the streaming experience. I saw partnerships as a way to keep the brand present between major paid campaigns, express its personality in culture and give Peacock permission to show up in spaces beyond entertainment.
I also looked across the broader NBCUniversal ecosystem — brands, properties, talent and internal capabilities — for places where connecting the right pieces could create something more valuable than any one of them could create alone.